-LRB- CNN -RRB- -- Esquire magazine published a previously written piece by journalist Tom Junod about the powerful `` falling man '' image of September 11 . But somewhere in the site 's technology , the image became associated with unrelated content , resulting in an unfortunate online display .

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An image of 9/11 's `` falling man '' was posted with unrelated content

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The mistake quickly spread on Twitter

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Esquire 's apology viewed as unsympathetic